by
Kotler, Philip, 1931-
Call Number
658.8 PRI
Publication Date
2008
Format:
Books
Relevance:
1.6924
by
Moutinho, Luiz.
Call Number
658.8 22
Publication Date
2008
Summary
Fully revised & updated, 'Problems in Marketing' includes over 50 new problems. The text covers a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management.
Format:
Electronic Resources
Relevance:
0.0945
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by
Upshaw, Lynn B., 1947-
Call Number
658.802 22
Publication Date
2007
Summary
Brands are rooted in trust - but consumers these days are more skeptical and distrusting than ever. A recent market research study (Datamonitor) concluded that 86 per cent of US and European consumers feel that they have become more skeptical about corporations in the last 5 years. In particular, consumers lack trust in the mainstream media channels and the specifics of product claims. Truth is a timely and seminal book that gives marketers the tools they need to win over today's wary consumers.; The author is a renowned marketing consultant with major companies on his client roster. He has written articles for numerous publications including "Brandweek", "Advertising Age", and the "Journal of Brand Management". He shows readers how to: promote more persuasively; achieve greater returns through integrity in marketing; replace their pricing strategy with a more convincing value promise; build stronger customer partnerships; and seize the lead share of credibility in a hypercompetive marketplace.
Format:
Electronic Resources
Relevance:
0.0516
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